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Advertising

The Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. paint rock wall or commercial advertising is another manifestation of an ancient advertising form, which is present today in many parts of Asia, Africa and South America. The tradition of mural painting India date back to cave paintings dating back to 4000 BC. [4] History tells us that out of the outdoor advertising and billboards are the oldest forms of advertising.

As towns and cities of the Middle Ages began to grow, and the general public was unable to read the signs now say shoemaker, miller, blacksmith, tailor or would use an image associated with his trade as a beginning, a dress, a hat, a watch, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables are sold in the town square on the back of cars and wagons and their owners use street call (preachers) to announce their whereabouts from the comfort of customers.

As education became an apparent need and reading as well as printing, advertising developed expanded to include flyers. The advertisements century 17 began to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in printing, and medications that are increasingly sought after disease ravaged Europe. However, false advertising and called "quacks" advertising became an issue, which marked the beginning of the regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of advertising by mail.

In June 1836, the French daily La Presse, was the first to include paid advertising in its pages, allowing you to lower prices wider audience and increase their profitability and the formula has been copied shortly by all titles. Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston. [5] For the same time, in France, Charles-Louis Havas extended its services news agency, Havas to include brokerage advertising, which is the first French group to organize. At first, agencies were brokers of advertising space in newspapers. NW Ayer & Son was the first full-service agency to assume responsibility for advertising content. NW Ayer opened in 1869 and is located in Philadelphia [5].

A 1895 ad for a product of the weight gain.

At the turn of the century, there were few career options for women in business, however, advertising was one of the few. Since women were responsible for most the purchase in your home, advertisers and agencies recognized the value of a vision of women during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – a soap product. Despite dominating today's standards, the ad features a couple with the message "The skin you like play "[6].

In the 1920's, radio stations were established first by radio equipment manufacturers and retailers offer programs in order to sell more radios to consumers. Over time, many nonprofit organizations as well in creating their own radio stations, and includes:. schools, clubs and civic groups [7] When the practice of sponsoring programs became popular, each individual radio program was usually sponsored by a single company in return for a brief mention of the name of the company at the beginning and end of the sponsored shows. However, the owners of the radio station soon realized they could earn more money by selling sponsorship rights in the allocation of time to small businesses over several issues of its radio station, rather to sell the sponsorship rights to single businesses per show.

A print ad for the issue of the Encyclopedia Britannica 1913

This practice was brought to television in late 1940 and early 1950. A fierce battle was fought between those seeking to sell the radio and people argues that radio spectrum should be considered as part of the commons – to be used only for noncommercial purposes and for the public good. The United Kingdom is a model of public funding for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were also able to convince the federal government to adopt a public funding model, the creation of the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934, which created the Federal Commission Communications. [7] To placate the socialists, the U.S. Congress required commercial broadcasters to operate in the "public interest, convenience and necessity." [8] The public broadcasting currently exists in the United States due to the 1967 Public Broadcasting Act that led to the Public Broadcasting Service and Public Radio National.

In the decade of 1950, the DuMont Television Network began the modern trend of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the industry standard for commercial television in the United States. However, it remained a common practice for a single sponsor shows, like The United States Steel Hour. In some instances the sponsors exercised great control over the content of the program – up to and including an advertising agency that actually has written the program. The single sponsor model is much less prevalent now, a notable exception is the Hall of Fame Hallmark.

The 1960's saw advertising become a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to the eyes of consumers. The Volkswagen ad campaign with headlines such as "Think Small" and "Lemon" (which is used to describe the appearance of the car)-ushered the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called Creative Revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative ads and longstanding America goes back to this period.

In late 1980 and early of 1990 saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: consumer tunes in the advertisement, rather than a byproduct or afterthought. As cable and satellite became Increasingly, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, ShopTV and Canada.

Marketing via the Internet opens new frontiers for advertisers and contributed to the dotcom boom of the 1990's. All companies of exploitation in advertising revenue, offering everything from coupons to free Internet access. At the turn of century 21, a number of websites including search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a large number of similar efforts and an increasing trend of interactive advertising.

The proportion of advertising spending relative to GDP has changed little through major changes in the media. For example, in the U.S. in 1925, the media were the main advertising newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a percentage of GDP was about 2.9 percent. In 1998, television and radio had become in mainstream media advertising. However, advertising spending as a percentage of GDP was slightly lower-about 2.4 percent. [9]

An innovation recent publicity is "guerrilla marketing", which involve unusual approaches such as stages encounters in public places, gift products such as cars which are covered with brand messages and interactive advertising where the viewer can respond to become part of the advertising message.Guerrilla advertising is becoming increasingly popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects a growing trend interactive and "embedded" ads, such as via product placement, having consumers vote through text messages and several innovations use of social networking services like MySpace.

[Edit] Public Service Announcements

The same advertising techniques to promote commercial products and services can be used to inform, educate and motivate the public about non-trade issues such as HIV / AIDS, political ideology, energy conservation and deforestation.

Advertising, as noncommercial, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest – is too powerful tool to use solely for commercial purposes "Attributed to Howard Gossage -. by David Ogilvy.

Public service announcements, advertising noncommercial, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated techniques of advertising and marketing communications (usually associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

In the United States, the radio licensing and television by the FCC is contingent upon the station a certain amount of public service announcements. To meet these requirements, many broadcast stations American air most of his public service announcements that require overnight or early morning when the smallest percentage of viewers are watching, leaving more time slots per day and the first commercially available for high-paying advertisers.

Public service announcements peaked during World Wars I and II, under the direction of several governments.

[Edit] Types of advertising

Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional pictured above a bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular means for advertisers. A season of DBAG Class 101 with UNICEF ads at Ingolstadt train

Virtually any environment can be used for advertising. Media Commercial advertising can include wall paintings, billboards, street furniture, printed brochures and rack cards, radio spots, film and television, web, banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, criers, sides of buses, banners attached to or aircraft parts ("logojets"), in-flight ads on tray tables in the back or compartments storage, taxi doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands disposable diapers, doors bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section transmission of audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver its message through a medium is advertising.

[Edit] TV

Main Products: TV commercial and music in the Advertising

The TV commercial is generally considered the format of mass market advertising more effective, as reflected in the networks of the high cost of television charge for commercial airtime during popular TV events. The annual football game Super Bowl in the United States is known as the most important advertising festival on television. The average cost of a thirty-second television spot in this game alone has reached U.S. $ 3 million (2009).

Most commercial television have a song or jingle that listeners soon relate to the product.

Virtual advertising can be inserted into the regular programming television via computer graphics. Typically inserted into otherwise blank backdrops [10] or used to replace local billboards that are not relevant to the hearing of the remote media. [11] More controversially, virtual billboards may be inserted into the background [12] which do not exist in real life. Virtual product placement is also possible. [13] [14]

[Edit] infomercials

Main article: Infomercial

An infomercial is a television commercial large-format, usually five minutes or more. The word "infomercial" is a portmanteau of the words "information" and "commercial." The main objective in business is to create an impulse purchase, so the consumer sees the presentation and immediately purchase the product through announced free phone number or website. Infomercials describe, display and often demonstrate products and their characteristics, and often have evidence consumers and industry professionals.

[Edit] Radio advertising

Radio advertising is a form of advertising through the media radio.

Radio advertisements are transmitted as radio waves into the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for broadcast commercials. While radio has the obvious limitation of being restricted to sounds, proponents of radio advertising often cite this as an advantage.

[Edit] Press advertising

Press advertising describes the printed media such as newspapers, magazines or the daily trade. This covers everything from media to a broad readership base, as a major national newspaper or magazine, media more narrowly targeted as local newspapers and periodicals in specialist topics. A form of advertising in the press classified advertising, which allows individuals or companies to buy an ad, narrowly targeted to a low share of advertising a product or service.

[Edit] online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web with the express purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on pages of search engine results, banner ads, in text ads, rich media ad, advertising social networks, online classifieds, advertising networks and e-mail marketing, including e-mail spam.

[Edit] Billboard advertising

Billboards are large structures located in public places to show ads passing pedestrians and motorists. Very often, are located on main roads with lots of passing motor vehicles and pedestrians, however, can be placed in anywhere with lots of spectators, as public transport vehicles and in stations, shopping centers or office buildings, and stadiums.

[Edit] The mobile billboard advertising

The red eye newspaper advertising to your target market at North Avenue Beach a poster sailboat on Lake Michigan.

mobile billboards are often installed in vehicles fences or digital displays. These can be in vehicles for only built to carry advertisements along the routes of pre-selected by customers, can also be specially equipped vehicles or cargo, in some cases, large posters scattered from airplanes. The billboards are lit, and some to be backlit, and others who use lights. Some displays are static billboard, while changing others, for example, continuously or periodically rotating among a set of ads.

Mobile displays are used for different situations in metropolitan areas worldwide, including:

• Target advertising
• In one day, and long-term campaigns
• Conventions
• Sporting Events
• Opening shops and similar promotional events
• Major announcements of smaller firms
• Other

[Edit] The in-store advertising

advertising in shops is all advertising placed in a retail store. It involves placing of a product in a store in conspicuous places, like the eye level at the ends of aisles and counters near the cash register, shows striking a product promotion specific, and advertisements in places such as shopping carts and video screens in the store.

[Edit] Surreptitious advertising

Article Home: Product Placement

surreptitious advertising, also known as guerilla advertising is when a product or brand is embedded in entertainment and the media. For example, in a movie, the main character can use an item or otherwise of a particular brand, like in the movie Minority Report where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written on the top, or his watch engraved with the logo Bulgari. Another example of advertising in film I, Robot, where main character played by Will Smith mentions his Converse shoes on several occasions, calling them "classics" because the film is set in the distant future. I, Robot and Spaceballs It also shows car futuristic Audi and Mercedes-Benz logos clearly displayed on the front of vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result of the figure many scenes in which Cadillac cars were used. Similarly, the placement Omega watches products, Ford, Vaio, BMW and Aston Martin cars are featured in the last years of James Bond films, especially Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle displays a large logo on the Dodge. Blade Runner includes front some of the most obvious product placement, the film pauses to show a billboard for Coca-Cola.

[Edit] Celebrities

Main article: Celebrity brand

This type of advertising focuses on the use of celebrity power, fame, money, popularity to gain recognition promote products and specific stores or products. Advertisers tend to advertise their products, for example, when celebrities share their favorite products or clothing specific brands or designers. Celebrities are often involved in advertising campaigns such as TV commercials or print to advertise specific products or general.

The use of celebrities to support a brand can have its drawbacks, however. An error of a celebrity can be detrimental to public relations of a mark. For example, after execution of eight gold medals at the 2008 Olympics in Beijing, China, swimmer Michael Phelps contract with Kellogg's has been canceled, such as Kellogg's does not want to associate with him after he was photographed smoking marijuana.

[Edit] Media and approaches advertising

Increasingly, other media are overtaking many of the "traditional" media as television, radio and newspapers due to a consumer shift towards the use of the Internet for news and music as well as devices such as recorders Digital Video Recorder (DVR) like TiVo.

Advertising on the World Wide Web is a recent phenomenon. Prices based advertising on the Web depends on the "relevance" web content and traffic around the site receives.

Digital communication is about to become an important means of communication, because of its ability to reach a wider public for less money. Digital communications also provide a unique opportunity to see the target in which are reached by the media. Technology advances also made it possible to control the message digital signature, with great precision, allowing messages to be of interest to the target at any time and place that in turn, becomes more responsive to advertising. Digital communication is being used successfully in supermarkets. [15] Another successful use of digital signage is the hospitality in places such as restaurants. [16] and shopping [17].

mail advertising mail is another recent phenomenon. the bulk unsolicited email known as spam. Spam has been a problem for users e-mail many years.

Some companies have proposed to place messages or corporate logos on the side of booster rockets and the Space Station International. There is controversy about the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).

Unpaid advertising (also called "advertising advertising") can provide good exposure at minimal cost. Personal recommendations ("bring Tell a friend "," sell "), spreading rumors, or achieving the feat of equating a brand with a common name (in the United States," Xerox " = "Photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (Often used by people exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) – these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of its brand name to mark an object. Equating a brand with a common name also risks turning that brand into a brand genericized – making it a generic term which means that their legal protection as a trademark is lost.

As the mobile phone became a new means of communication in 1998, when the first paid downloadable content appeared on mobile phones Finland, was only a matter of time until mobile advertising followed, also for the first time in Finland in 2000. For 2007 the value of mobile advertising has reached 2.2 billion U.S. dollars and providers such as Admob delivered billions of mobile ads.

the most advanced mobile ads include banner ads, coupons, multimedia messaging service image and video messages, advergames and various engagement marketing campaigns. A feature particular driving mobile ads is the 2D Barcode, which replaces the need to write any web addresses, and uses the function Modern camera phones to gain immediate access to the content of the web. 83 percent of Japanese mobile phone users already are active users of codes 2D bar.

A new form of advertising that is growing rapidly is social network advertising. It is in online advertising with a focus on sites social networks. This is a relatively immature market, but has shown great promise as advertisers are able to take advantage of the demographic information of the user provided the social networking site. Friendertising is a more accurate term in advertising that people are able to target advertising to others directly through network service.

From time to time, The CW Television Network airs programming short breaks called "Content Wraps," to announce products of a company during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.

Recently, there appeared a new concept of promotion, "ARvertising" advertising technology Augmented Reality.

[Edit] Criticism of advertising

While advertising can be seen as necessary for economic growth, no is exempt from social costs. Unsolicited Commercial Email and other forms of spam have become so frequent that have become a major nuisance to users of these services, besides being a financial burden on Internet service providers. [18] Advertising is increasingly invading public spaces such as schools, which some critics argue is a form of child exploitation. [19] In addition, advertising will often use psychological pressure (eg appealing to feelings of inadequacy) in the intended consumer, which can be harmful.

[Edit] Hyper-mercantilism and commercial wave

The criticism of advertising is closely connected with criticism of the media and often interchangeable. You can refer to audio-visual aspects (Eg, public areas saturated and waves), environmental (eg pollution, large packaging, increased consumption) political aspects (eg, dependence on the media, freedom of expression, censorship), financial (expense), ethical / moral / social issues (for example, that sub-conscious influence, invasion of privacy, increased consumption and waste, the target groups, some products honesty) and, of course, a mixture thereof. Some aspects can be further subdivided and some may cover more than one category.

As Advertising has become increasingly prevalent in modern Western societies, it is also increasingly criticized. A person can barely move in the public sphere or use half without being advertised. Advertising occupies public space and increasingly invading the privacy of individuals, many of whom consider it a nuisance. "It is increasingly difficult to escape the publicity and the media. … The public space is increasingly at a giant poster of products of all kinds. The aesthetic and political consequences can not yet foresee. "[20] Hanno Rauterberg in the German newspaper 'Die Zeit' requests to advertise a new type of dictatorship that we can not escape. [21]

Ad creep: "There are ads in schools, airport lounges, doctors, halls theaters, hospitals, gas stations, elevators, convenience stores, the Internet, on fruit, on ATM machines in the garbage cans and countless other places. There are ads on the sandy beach and bathroom walls. [22] "One of the ironies of advertising in our times is that with increasing commercialism, which makes it much harder for any individual advertiser to succeed, therefore, pushing the poster. Even best efforts "[23] Within a decade in radio advertising rose to about 18 minutes or 19 per hour in prime-time television was the norm until 1982 more than 9.5 minutes of advertising per hour, today is between 14 and 17 minutes. With the introduction of the shorter 15-second spot the total number of ads increased even more dramatically. Ads not only placed in the pauses, but also eg baseball broadcasts during the game itself. They flood the Internet, a growing market by leaps and bounds.

Other growth markets are the''product placement''in entertainment programming and films where has become common practice and virtual advertising'','' where products come retroactively placed on re-run shows. fences Product advertising is almost embedded in Major League Baseball and emissions in the same way, the virtual street banners or logos on a flag project input or sidewalks, for example, during the arrival of celebrities in 2001 Grammy Awards. Advertising precedes the screening of films in theaters as 'short' luxurious produced by companies like Microsoft and DaimlerChrysler. "The biggest advertising agencies have begun to work aggressively to co-produce programming companies together with the mass media [24] the creation of entertainment programming like infomercials.

Opponents match the increasing amount of advertising in a "wave" and restrictions "reservoir" of flooding. Kalle Lasn, one of the most outspoken critics advertising on the international scene, believes that advertising, the most prevalent mental toxic pollutants. From the moment your alarm clock sounds morning to the wee hours of television microjolts late night shopping pollution flooding into his brain at a speed of about 3,000 advertising messages per day. Every day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 television commercials are dumped in the collective "North American unconscious. [25] In the course of his life the average American watches three years of advertising on television [26].

More information recent events are video games that incorporate products into their content, special sales channels patient in hospitals and sports personalities temporary tattoos. Unrecognizable as a method of advertising is llamada''''de guerrilla marketing is spreading "word of mouth "about a new product in the target. U.S. cities become No money behind police cars to deliver advertising. [27] A trend especially in Germany, the companies buying the names of sports stadiums. Football Volkspark Hamburg became the first stadium AOL Arena HSH Nordbank Arena. The Stuttgart Neckarstadion became the Mercedes-Benz Arena, Dortmund Westfalenstadion is now the Signal Iduna Park. The former Skydome in Toronto, was renamed Rogers Centre. Other recent developments are, for example, that all underground stations in Berlin rooms have been redesigned product and only leased to a company. Düsseldorf even has "multi-sensory adventure transit stops equipped with speakers and systems that spread the smell of detergent. Swatch uses spotlights to project messages on television tower and the Berlin Victory Column, which was fined because it was without permission. The illegality was part of the promotion plan and added [21].

It is standard business management knowledge that advertising is one of the pillars, if not "the" pillar of the economy led growth capitalist free. "Advertising is part of the bone marrow of corporate capitalism." [28] "Contemporary capitalism could not function and global production networks could not exist as they do without advertising. [1]

For scientists and media economist Manfred Knoche at the University of Salzburg, Austria, advertising is not simply a "necessary evil" but an "elixir of life" necessary for the media business communication, economics and capitalism as a whole. Advertising and mass media interest in creating economic ideology. Knoche describe product advertising and brands such as "weapons producer in the competition for commercial and advertising clients, for example, the automotive industry as a means to collectively represent their interests against other groups, such as railway companies. In his editorials and opinion programs in the media, promotion consumption in general, provide a 'free of cost of service to producers and sponsorship of a "means of payment widely used" in advertising. [29] Christopher Lasch argues that advertising leads to an overall increase of consumption in society, "Advertising serves not so much to advertise products as to promote consumption as a way of life." [30]

[Edit] Advertising and constitutional rights

Advertising is synonymous with freedom guaranteed by the Constitution of opinion and expression. [31] Therefore to criticize an advertisement or any attempt to restrict or prohibit the advertising is almost always considered as an attack on fundamental rights [Citation needed] (First Amendment in the U.S.) and meets the combined and concentrated the strength of the company and especially the advertising community. "In now or in the near future, any number of cases and will work its way through the judicial system that seeks to prohibit any government regulation of … commercial speech (eg, advertising or labeling of food) on the basis that such regulation would violate citizens 'and businesses' First Amendment rights to freedom of expression or press freedom. "[32] An example of this debate is the advertising of snuff or alcohol, but also direct mail or flyers (Covered mailboxes), advertising on the phone, online and advertising to children. Various legal restrictions on spam, advertising on mobile Mobile, against children, snuff, alcohol has been introduced by the U.S., EU and other countries. Not only the business community is reluctant to restrictions advertising. Advertising as a medium of free expression has been firmly established in society [citation needed Western]. McChesney argues that the government deserves constant vigilance in regard to these standards, but it's certainly not "the only anti-democratic force in our society. … Corporations and the rich enjoy as great a power as that enjoyed by the lords and royalty of feudal times "and" the markets are not value free or neutral, not only tend to work on behalf of people with more money, but also by their nature focus on profit above all else …. Therefore, today's debate is whether the labeling or advertising of foods, or contributions to the campaign speech … whether the right to be protected by the First Amendment can only be used by a fraction of the citizenry, and the exercise of these rights gives undue power policy and undermines the ability of the balance of the citizenry to exercise the same rights and / or constitutional rights, then it is not necessarily legitimate protected by the First Amendment. "Moreover," having the ability to participate in freedom press are able to determine who speaks to the great mass of citizens who can not. "[33] Critics argue in turn, the publicity invades privacy, a constitutional right. Because on the one hand, advertising physically invades privacy, on the other, is used increasingly important, based on information communication with the private data collected without the knowledge or consent of consumers or targeted groups.

Georg Franck in Vienna University of Technology, advertising is part of what he calls "mental capital" [34] [35], having a term (mental), which has been used by groups related to the mental environment, such as Adbusters. Franck combines the economy of attention "to the culture of narcissm Christopher Lasch in capitalism mental [36] In his essay "Advertising on the edge of the Apocalypse," Sut Jhally writes. "20 century advertising is the most powerful and sustained propaganda in human history and its cumulative cultural effects, unless quickly checked, will be responsible for the destruction of the world as we know [37].

[Edit] The cost of care and the hidden costs

Advertising has become a business of one billion dollars in many of them depend. In 2006 391 billion USD was spent worldwide on advertising. In Germany, for example, the advertising industry represents 1.5% of national income gross figures for other developed countries are similar. [citation needed] Therefore, advertising and growth are directly linked and causally. As an economy based on growth can be blamed for dangerous human lifestyle (Society of abundance) The advertising has to be considered this in relation to its negative impact, because their primary purpose is to increase consumption. "The industry is accused of being one of the engines powering a complicated economic system of mass production, which promotes consumption. "[38]

The attention and care have become a new product for a developed market. "The amount of attention that is absorbed by the media and redistributed in the competition for ratings and the range is not identical the amount of attention, which is available in society. The total amount circulating in the society is composed of care exchanged between the people themselves and care information provided to the media. Only the latter is homogenized by the quantitative measurement and only the latter assumes the character of a currency anonymous. "[34] [35] According to Franck, any presentation surface that can guarantee a degree of care that works Magnet attention, for example, the media are actually meant for information and entertainment, culture and the arts, public space etc. This attraction is sold advertising business. The German Association of Advertising said that in 2007 30780000000 euros were spent on advertising in Germany, [39] 26% in newspapers, on television 21%, 15% mail and 15% in magazines. In 2002 there were 360,000 people employed in the advertising business. Revenues Internet advertising has doubled to nearly one billion euros from 2006 to 2007, giving the highest rates of growth.

Spiegel Online reported that in the U.S. in 2008 for the first time more money was spent on Internet advertising (105.3 million U.S. dollars) on TV (98.5 million U.S. dollars). The largest amount spent in 2008 is still in print (147 million U.S. dollars). [40] That same year, Welt-Online reported that the pharmaceutical industry U.S. spent almost twice the amount of advertising (57.7 million) than it did in the research (31.5 million). However, Marc-André Gagnon und Joel Lexchin of York University, Toronto, estimates that actual expenditures for advertising are even greater, because not all entries are recorded by the institutions research. [41] Not including indirect advertising campaigns, such as sales, rebates and price reductions. Few consumers are aware of the fact that they are those who pay for every penny spent on public relations, advertising, sales, packaging, etc, as they usually are included in the calculation of prices.

[Edit] Influence and packaging

McDonald's advertising in the Via di Propaganda, in Rome, Italy

The most important element of advertising is not information but more or less the suggestion that the use of associations, emotions (appeal to emotion) and inactive units in the sub-consciousness of people, such as sex, herd instinct, desire, such as happiness, health, fitness, appearance, self-esteem, reputation, membership, status social identity, adventure, entertainment, rewards, fears (appeal to fear), as sickness, weakness, loneliness, need, uncertainty, security or prejudice, heard the views and amenities. "All human needs, relationships, and fears – the depths of the human psyche – Become a simple means of expanding the universe of commodities under the force of modern marketing. With the rise to prominence of modern marketing, commercialism – The translation of human relationships in commercial relationships -. Despite a phenomenon intrinsic to capitalism, has expanded exponentially, "Marketing with a cause "[42] in which the advertisers link their product to a worthy social cause has skyrocketed in the last decade.

Advertising exploits the model celebrity or popular characters and makes deliberate use of humor as well as partnerships with the color, melodies, certain names and terms. In total, these are factors how they perceive themselves and self-worth. In his description of "mental Franck capitalism", he says, "the promise of consumption make someone irresistible is the ideal form of objects and symbols in the subjective experience of a person. Obviously, in a society in which the income of the attention goes to the front, consumption is drawn by the self-esteem. As a result, consumption becomes "work" in the attraction of a person. From the subjective point of view, this "work" fields opens unexpected dimensions for advertising. Advertising assumes the role of a counselor in attracting life. (…) The cult around one's attraction is As Christopher Lasch described as a "culture of narcissism." "[35] [36]

To critics of advertising is another serious problem is that " Long notion of separation between advertising and editorial / creative side of media is rapidly falling apart "and advertising is becoming increasingly difficult distinguished from news, information and entertainment. the boundaries between advertising and programming are becoming blurred. According to media companies all this commercial involvement has no influence on the actual content of the media, but as McChesney puts it, "this statement fails the test, even the most basic laugh is so absurd. "[43]

Advertising is based "largely on psychological theories about how to create the subjects, advertising and marketing that allows to take a "more clearly psychological tinge '(Miller and Rose, 1997, cited in Savings 1999, p. 67). Increasingly, the emphasis in advertising has been to provide 'facts' information to the symbolic connotations of commodities, because the fundamental premise of the advertising culture is that the object of sale material is never in itself sufficient. Even products that provides for daily needs of daily life must be imbued with symbolic qualities and culturally endowed meanings via the 'magic system (Williams, 1980) of advertising. Of this way and by altering the context in which ads appear, things "you can do in the sense of" anything "'(McFall, 2002, p. 162) and the "same" things can be endowed with different meanings for different individuals and groups of people, which offers views of production mass individualism. [1]

Before the advertising is done, market research institutions need to understand and describe the target group exactly to plan and implement advertising campaign and to achieve the best possible results. A whole series of sciences directly address the advertising and marketing or used to enhance its effects. Focus groups, psychologists and cultural anthropologists son'''''de rigorous market research "[44]. Large amounts of data about people and their buying habits are collected, stored, aggregated and analyzed with the help of credit cards, bonds, raffles and Internet surveys. With increasing the accuracy of this provides a picture of the behavior, desires and weaknesses of certain sectors of a population in which ad can be used more selectively and effectively. The advertising effectiveness is improved by advertising research. Universities, of course with the support of business and in cooperation with other disciplines (previous article), especially psychiatry, anthropology, neurology and behavioral sciences, are constantly methods in search of ever more refined and sophisticated, subtle and cunning to make advertising more effective. "Neuromarketing is a controversial new field of marketing which uses medical technologies such as functional magnetic resonance imaging (fMRI) – no cure, but to sell products. The marketing and advertising have long used the ideas and research methods of psychology to sell products, of course. But today these practices are reaching epidemic levels, and with the complicity of the psychological profession that exceeds that of the past. The result is a huge advertising marketing avalanche includes, without doubt, the largest project ever undertaken individual psychological. However, this large enterprise is largely ignored by the American Psychological Association. "[45] Robert McChesney calls" the greatest concerted attempt at psychological manipulation of human history. "[46]

[Edit] The dependence of media and corporate censorship

Almost all media is advertising in the media and many of them are exclusively media and advertising, with the exception of public service broadcasting are privately owned. Its revenues are primarily generated through advertising, in the case of newspapers and magazines from 50 to 80%. public service broadcasting in some countries may also largely depend on advertising as a source of income (up to 40%) [47]. According to critics of any media that spreads your ads can be independent and more is the proportion of advertising, the greater the dependency. This dependence has "different implications for the nature of media content …. In the business press, the media often refer to exactly the way they present in their moments of frankness. As a branch of the advertising industry "[48]

In addition, private media are increasingly subject to mergers and concentration of ownership situations often tangle and mat. This development, Henry A. Giroux calls an ongoing "threat to the democratic culture", [49] itself should be enough to sound all alarms in a democracy. Five or six advertising agencies dominate the industry to 400 billion U.S. $ world.

Journalists have long faced pressure to shape the stories to advertisers and owners of costume …. the vast majority of television executives are "cooperation" of their departments news in shaping the news to help the "non-traditional revenue development." [50] the negative reporting and Unwanted be prevented or influential when advertisers threatened to cancel orders or simply when there is a danger of such cancellation. dependence on the media and as a becomes very real threat when only one or very few dominant large advertisers. The influence of advertisers not only with respect to news or information, own products or services, but expands to articles or programs that are not directly linked to them. In order to secure advertising revenue in media communication to create the best possible 'advertising environment. Another problem seen by critics of censorship is the refusal of the media to accept ads that are not of interest. A notable example of this is the denial of television stations to broadcast announcements Adbusters. Groups try to place the and refused ads through networks [51].

It is mainly the ratings that will decide the program on radio and television. "His business is to absorb as much attention as possible. The display rate measures the attention of the media offices for the information provided. Service this attraction is sold to the advertising business "[35] and the ratings determine the price that may be required for advertising.

"The advertisers to determine the content of the sample has been part of everyday life in the U.S. since 1933. Procter & Gamble (P & G) …. provides a radio station history-making business (now known as "barter"): the company could produce a program itself "free" and save the radio station as high costs for content production. Therefore, the company wants its ads to expand and, of course, their products placed on the show. Therefore, the series' Ma Perkins was created, which P & G Oxydol cleverly used to promote the brand leader in the soap detergents years and was born … "[52]

While critics worry basically the subtle influence of the economy in the media, there are examples of exercise roma any influence. The U.S. company Chrysler, before it merged with Daimler Benz had his agency, Pentacom, send a letter to numerous magazines, demanding to submit a summary of all issues before the next edition is published "to avoid potential conflict." Chrysler most of all wanted to know if there would be no articles containing "sexual, political or social or could be seen as provocative or offensive." Pentacom executive David Martin said: "Our reasoning is that anyone looking at a $ 22,000 product you want surrounded by positive things. There is nothing positive about an article child pornography. "[52] In another example, the" USA Network held to a higher level, outside the meetings of the records' with advertisers in 2000 to tell the network what content they wanted programming to U.S. for advertising. "[53] Television programs are created to meet the needs of advertising, for example, that the division into appropriate sections. His drama is typically designed or leave shall be suspended an unanswered question in order to keep the viewer attached.

The movie system, while outside the direct influence of the marketing system more comprehensive, fully integrated into it through strategies licensing tie-ins and product placement. The first function of many films Hollywood today is to help sell the vast collection of products. [54] The press called in 2002 Bond film 'Die Another Day' has 24 major promotional partners in a 'ad-venture "and said that James Bond," has now been "licensed to sell" what has become common practice to place products in movies, "has obvious implications for the types of films attract and product placement what kind of films will therefore be more likely to be made "[55].

Advertising and information are becoming increasingly difficult to distinguish each other. "The borders between advertising and the media …. They become more and more diffuse in August …. I Fischer, chairman of Axel company Springer editorial as a "demonstrated association between the media and advertising business' critics see nothing but the infiltration of journalism and freedoms. "According to RTL-executive Helmut Thoma" private channels and not one can not serve any mission, but only the target company which is the "acceptance by the advertising business and the viewer. The establishment of priorities in this order actually says everything about the" design programs of television. "[52] Patrick Le Lay, former CEO of TF1, a French private television channel, with a market share of 25 to 35% said: "There are many ways to talk about television, but from the point of view, let's be realistic.: Basically, the work of TF1 is, example, Coca Cola to help sell your product. (…) For an advertising message is perceived the viewer's brain must be at our disposal. The work of our programs is to make it available, that is, to distract, relax and be ready between the two messages. Time available is the human brain that we sell to Coca Cola. "[56]

Because of these dependencies for a comprehensive and fundamental debate on advertising and its influence on information and freedom of expression is difficult to obtain, at least through the channels of the mainstream media, for if not, was the branch they are sitting. "The idea that the commercial base media, journalism and communication could have disturbing implications for democracy lies outside the range of legitimate debate "so as capitalism is out of bounds as a topic of legitimate debate in U.S. political culture "[57].

One of the first critics of the basic structure of U.S. journalism was Upton Sinclair's novel The Brass Check which highlights the influence of owners, advertisers, public relations, and economic interests of the media. In his book "Our Master's Voice – Advertising" social ecologist James Rorty (1890-1973) wrote: "The mouth of the gargoyle is a speaker, driven by the interests of an industry of two million dollars, and back to the vested interests of business as a whole industry, finance. It is never silent, it drowns all other voices, and not suffer reproach, because it is the voice of America? That's his claim and, to some measure is a just claim …"[ 58]

Has taught us to live, what to fear, which to be proud, as being beautiful, how to be loved, how envy, how to succeed .. No wonder the American population tends increasingly to speak, think and feel in terms of the Jabberwocky? That stimuli Art, science, religion, are progressively expelled to the periphery of American life to become marginal values, cultivated by marginal people in marginal time? "[59]

[Edit] The commercialization of culture and sport

Performances, exhibitions, shows, concerts, conventions and more events can hardly take place without sponsorship. The art of growing need and the culture that buy the service from the attraction. Artists are classified and paid according to the value of his art for commercial purposes. Corporations promote the well-known artists, so get the exclusive rights in the global advertising campaigns. Broadway shows, as outstanding commercial support 'La Bohème' as a whole [60].

Advertising itself is widely regarded as a contribution to culture. Advertising is integrated fashion. In many pieces of clothing company logo or design is only an important part of it. Is not little space left out of the consumer economy, where the culture and art can be developed independently and other values can be expressed. A final area major universities, is under strong pressure to open businesses and their interests [61].

inflatable billboard in front of a sports stadium

Competitive sports have become unthinkable without the sponsorship and there is a mutual dependency. Higher advertising revenue is only possible with a comparable number of spectators or readers. On the other hand, the poor performance of a team or an athlete on the results of advertising revenue less. Huther and Hans-Jürgen Jörg Stiehl talk about a 'Sports / Complex media is a complicated mix of media, agencies, managers, promoters, sports, advertising etc interests partly common and partly conflicting, but in any case with the common business interests. The media is supposed to center stage as it can provide to the other parties involved in a scarce resource, namely, (potential) public attention. In sports, "the media are able to generate huge sales in both circulation and advertising. [62]

"Sports sponsorship is recognized by the industry to be snuff valuable publicity. A newspaper Snuff Industry in 1994 described the Formula One car as' The most powerful advertising space in the world. …. In a cohort study conducted in 22 secondary schools in England in 1994 and 1995 children whose favorite sport was racing television had a 12.8% risk of becoming regular smokers compared with 7.0% of children who did not follow motor racing. "[63]

It is not the sale of tickets, but transmission rights, sponsorship and merchandising, meanwhile, make up the bulk of the revenue sports association and sports club with the IOC (International Olympic Committee) to the head. The influence of the media brought many changes in sports including the income of "sports fashionable again in the Olympics, alteration of the distances of the competition, the rule changes, animation of the spectators, sports facilities changes, the cult of sporting heroes down quickly in advertising and entertainment business for its media value [64] and last but not least, the name and renaming of sports stadiums after corporations. "In the sports setting on the logic of the media can contribute to erosion values such as equality of opportunity or equity, to excessive demands on athletes through public pressure and multiple exploitation or deception (Doping, manipulation of the results …). It is in the interest of media and sport to combat this danger because the sports media communication can only work as long as there is a sport [64].

[Edit] Occupation and commercialization of public space

All visually perceptible place has great potential for advertising. Especially in urban areas with its structures, but also in view of landscapes through rates are increasingly becoming media for advertising. Signs, posters, billboards, banners have become factors decisive in the townscape and the number continues to rise. "Outdoor advertising has become inevitable. Traditional billboards and transit shelters have been cleared the way for more widespread methods, such as vehicles involved, the sides of buildings, electronic signs, kiosks, taxis, billboards, sides of buses, and more. Digital technologies are used in buildings for 'urban sample of the wall "of sport. In urban areas commercial content is placed before our eyes and our awareness in each moment we are in the public space. The 'Zeit' German press called it a new kind of dictatorship you can not escape. "[21] Over time, this domination of the surrounding area has become the" natural "state. Through the commercial saturation long term, it has become implicitly understood by the public that advertising has the right to own, occupy and control every inch of available space. Normalization constant invasive advertising dulls the public's perception of their environment, reinforcing a general attitude of powerlessness toward creativity and change, so that a cycle develops allow advertisers to slowly and steadily increasing saturation of advertising with little or no public outcry. "[65]

Orientation optical mass advertising to change the role of public spaces that are used by brands. urban landmarks become brands. The greatest pressure is exerted on the reputation and very popular public spaces are also important for the identity of a city (eg, Piccadilly Circus, Times Square, Alexanderplatz). Urban spaces are public property and in this capacity that are the subject of "environmental aesthetics", mainly through regulations construction, protection of heritage and landscape protection. "It is in this capacity that these spaces are being privatized. They are dotted with posters and signs, was remodeled in the media for publicity. "[34] [35]

[Edit] Socio-cultural aspects: discrimination sexism and stereotypes

"Advertising has an" agenda-setting function, which is the capacity, with large sums of money to put consumption as a single point on the agenda. In the battle for a share of public awareness, which is equivalent to no treatment (ignorance) of everything that is not commercial and what is not advertised to. Advertising should reflect the norms of society and give a clear idea of the target market. Free trade areas and advertise the service of the Muses and relaxation remain meaningless. [neutrality disputed] With the increase of the strength of advertising is done at home in the private sector so that the voice level of trade becomes the dominant form of expression in society. "[66] Advertising advertising critics see as leading light in our culture. Sut Jhally and James Twitchell go beyond considering advertising as a religion and that advertising even replace religion as a key institution [67].

"The advertising company (or the commercial media) is the largest single project ever undertaken by the psychological human race. But for all that, their impact on us remains unknown and largely ignored. When I think of media influence over, for decades, I think of brainwashing experiments carried out by Dr. Ewen Cameron in a psychiatric hospital in Montreal in late 1950 (see MKULTRA). The idea of the CIA-sponsored "deprogramming" experiments was to equip the subject conscious, unconscious or semiconscious with headphones, and flood their brains with thousands of repetitive "drive" messages would alter their behavior over time …. Advertising aims to do the same. "[25]

Advertising is especially aimed at young people and children and shrinking young consumers. [49] For Sut Jhally is not "surprising that something so central and so much is spent on it should become a presence in social life. Indeed, commercial interests intended to maximize the use of the immense collection of commodities have colonized growing space in our culture. For example, almost the whole system of media (television and print) has been developed as a system distribution to sellers of its principal function is to produce for retail advertisers. Performing both advertising and editorial question which acts as a support for it, celebrate the consumer society. The movie system, while outside the direct influence of the wider marketing system, is fully integrated into it through strategies licensing tie-ins and product placement. The first of many feature films Hollywood today is to help sell the vast collection of products. Since public funds are drained from the cultural sector commercial art galleries, museums and symphonies offer corporate sponsorship. "[54] In the same way out is the system of education and advertising is increasingly enter schools and universities. Cities like New York, accepting sponsors for public playgrounds. "Even the Pope has sold … four-day visit of Pope Mexico in 1999 … was sponsored by Frito-Lay and PepsiCo. [68] The industry is accused of being one of the engines powering a complicated economic system of production that promotes mass consumption. As effects of the measure of social concerns not matter whether advertising fuel consumption, but the values, behavior patterns and assignments what it means to be propagated. Advertising is accused of hijacking the language and popular culture media, protest movements and even criticism subversive and not shy away of scandal and break taboos (eg, Benetton). This in turn prompts action against him in 2001 llamado''Jamming Kalle Lasn la''Jammers Jam. Anything goes. "It is a central question in the social sciences what people can do to make it through the proper design of the conditions and of great practical importance. For example, a large number of experimental psychology experiments can be assumed, that people can do to make all they are capable, when provided as social can be created. "[69]

Advertising often uses specific gender stereotyped roles of men and women are reinforced clichés existing and has been criticized as being "inadvertently or intentionally promote sexism, racism and ageism … At least, advertising often reinforce stereotypes on the basis of recognizing the "types" to tell stories in a single image or 30 frames per second. "[38] Activities are represented as typical male or female (stereotypes). Also people are reduced to their sexuality or equated with commodities and gender specific qualities are exaggerated. Men sexualized female bodies, but also increasingly serve as striking. In advertising it is usually a woman who is being represented as

• officials of men and children who react to the demands and grievances of their loved ones with a bad conscience and the promise of immediate improvements (washing, food)
• emotional or sexual play toys for the affirmation of men
• a totally clueless to be (almost always men) who can only manage a child-resistant operation
• women experts, but stereotypes of fields of fashion, cosmetics, food or medicine again
• as ultra fine, thin and very thin.
• doing ground-work for others, for example, coffee, while a reporter interview a politician [70]

Much of advertising deals with the promotion of products belonging to the "ideal body image." This is mainly directed against women, and in the past, this type of advertising was directed almost exclusively to women. Women in advertising in general portrayed as beautiful women who are in good health. This, however, is not for the average woman. Therefore, give a negative message of body image of the average woman. Because of the media, girls and women who are overweight, and otherwise "normal" feels almost obliged to take care of themselves and keep fit. They are high pressure to maintain an acceptable body weight and health care. The consequences of this are low self-esteem, eating disorders, self mutilation and beauty operations women who simply do not dare to eat well or have the motivation to go to the gym. The European Parliament adopted a resolution in 2008 that the advertising should not be discriminatory and degrading treatment. This shows that politicians are increasingly concerned about the negative impacts of advertising. However, the benefits of health promotion and general physical condition is often overlooked. Men are also negatively portrayed as incompetent and the butt of every joke in advertising.

[Edit] children and adolescents as a target group

the children's market, where resistance is weaker advertising is the "pioneer of ad creep." [71] "Children are among the most sophisticated observers of the ads. They can sing the jingles and identifying logos, and often have strong feelings about products. What is not generally understood, however, are the underlying issues of how advertising works. The media are used not only to sell products, but also the ideas: how to behave, what rules are important, we must respect and what to value. "[72] Youth is increasingly reduced to the role of a consumer. Not only the manufacturers of toys, candy, ice cream, breakfast foods and sporting goods prefer to aim their promotion children and adolescents. For example, an advertisement for a breakfast cereal in a canal aimed at adults have the music that is a soft ballad, while a channel aimed at children, the same ad using a catchy jingle rock the same way

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